Quaker Steak & Lube's® 'Make Your Sauce Boss' Viral Event Proves Guests Crave Customization
May 24, 2012 // Franchising.com // SHARON, PA – Quaker Steak & Lube® known for their Best Wings USA and over 20 Award-Winning sauce varieties recently concluded a nationwide search for the one who’s sauce would be crowned Boss. Gatesman+Dave of Pittsburgh created the application that housed the contest on the restaurant chain’s Official Facebook. Lube Nation was given the challenge of combining up to three of The Lube®'s Award-Winning sauces and Dry Rubs to create a sauce-a-licious concoction, give it a name, a photo, and submit it via the online application.
“The Lube’s award-winning sauce variety is the most talked about topic on the Official Quaker Steak & Lube® Facebook fan page,” said Beth Choike of Gatesman+Dave. “We wanted to tap into the networks of Lube enthusiasts on the page, and use the Sauce Boss promotion to get valuable feedback on sauce combinations and guest-customization. We are pleased with the results of the promotion and look forward to continuing to use social media as a sounding board for feedback from our guests.”
Within the first week The Lube®’s Facebook page received 545 new fans and an 80% increase in engagement, week over week. By the end of the first 10 weeks of the competition, just prior to voting, the page had gained 2,463 new fans with an 82% average engagement increase, week over week. The iFrame itself received over 4,000 unique views in the course of the 10-week viral event. The Lube® used a variety of methods to promote the event, such as email blasts, text messaging, in-restaurant displays, and the Facebook wall and cover photo.
The 10-week program collected 1,071 total entries, which were narrowed to 10 weekly winners. These winners all received Fame: A pinned post on the wall for the week with their name and submission for all 37,000+ members of Lube Nation to see; and Prizes: A 4-pack containing one custom bottle of their sauce creation and three bottles containing the ingredients, as well as an iPod Nano to mix and match their own tunes. The Lube® also utilized the online music streaming application Spotify for this viral event by creating their own free playlist for Lubies to enjoy during the contest.
Nathan Z of Colorado took home the Grand Prize with his blend of Cajun, Louisiana Lickers®, and Golden Garlic®, which he calls Chicken Impossible. To keep with the “Mix” theme Nathan was able to use a slot machine style spinner to pick his perfect Grand Prize. This function was built directly into the application allowing all of Lube Nation to preview what they could win if their Sauce was Boss. Nathan received over a dozen custom bottles of his sauce creation, and numerous other prizes valued at over $1,500!
Fired up by the success of the ‘Make Your Sauce Boss’ promotion, The Lube® is busy working on their next social media event. “Due to launch in June 21st our next promotion will combine a love for customization, brand loyalty, and the power of social media.” Explains Marla Pieton, Sr. Director of Marketing for The Lube®. “By using Facebook, Twitter, YouTube and thelube.com we are going to search for The Mayor of Lube Nation. Lubies across the country will be encouraged to campaign using our custom tools and a lot of creativity!” More to come on this event next month.
About Quaker Steak & Lube®
Founded in 1974 and built in an abandoned gas station in Sharon, Pa., the original Quaker Steak & Lube® began as a cook-your-own steak restaurant, before expanding to over 45 locations throughout the United States and Canada. The unique décor, including race cars suspended from the ceilings, motorcycles, Corvettes and gas station memorabilia, combined with the crave-able food and high-octane events has afforded The Lube® a cult-like fan following. Today, Quaker Steak & Lube® has become one of the fastest-growing restaurant chains in the country, and has won hundreds of national and international awards for its wings and over 20 different wing sauces. Most recently it was named the 2010 Festival Favorite at the National Buffalo Wing Festival in Buffalo, New York. For more information visit www.quakersteakandlube.com.
Sr. Director of Marketing for Quaker Steak & Lube®